Game-changing Marketing and PR
for Game-changing Companies
Proudly bringing tech innovations to market + helping them soar since 2009
We’re here to help to empower businesses, improve lives, and help change the world.
Enabling the game-changers to succeed.
Agency Services + Consultancy Thinking.
Scratch is a unique B2B consulting firm delivering integrated Marketing, PR, Content, Design and Digital services.
Not only do you get strategists and marketers with deep expertise in game-changing technologies… You also get top creative minds who can translate your brand’s story into visual language and craft the right words, to accelerate your brand, pipeline and growth.
OUR WORK
Stratus Technologies
End-to-end lead generation campaign development employing fresh creative concepts and insightful thought-leadership materials.
ViewStratus Technologies
End-to-end lead generation campaign development employing fresh creative concepts and insightful thought-leadership materials.
The Challenge
Stratus Technologies is a leading provider of availability solutions, keeping multiple industries up and running. In 2016 they needed a partner to help them grow channel pipeline and overall awareness of their industrial automation solutions.
The Solution + Results
Scratch worked with Stratus to develop a unique campaign, Modernize Automation, from concept and target buyer research through engagement strategy and execution. The campaign offered a series of insightful, visually sophisticated content assets for target buyer engagement and channel partners globally. With a fresh design concept filtered across several eBooks, industry whitepapers, infographics, a series of blogposts, online calculators, landing pages, social media campaign graphics, posters, mailers and even a partner playbook to educate partners on how to take advantage of the campaign, the effort is – as noted by the executive team – “one of the most successful and well-designed campaigns in recent years.”
Tego, Inc.
Revealing the future potential and value of ground-breaking smart-asset technology.
The Challenge
Tego came to Scratch with a unique challenge. Its solution was well-established in specific industries; the company had literally written the Air Transport Association’s standard for automated identification and data capture on flyable parts. But Tego needed to diversify. The technology had a strong role to play in new vertical markets, but the message was not sticking.
The Solution + Results
Scratch re-branded Tego as a Smart Asset company: Designing a new website from the ground up, re-vamping the messaging platform and delivering a go-to-market strategy to capitalize on a more diversifed set of commercial opportunities.
Results:
The effort jumped visibility among targeted audience of 5.75 Million online readers. Won several high-leverage speaking engagements and built Analyst Relations program from the ground up, gaining mindshare with influencers at Gartner, Forrester, ARC Advisory Group and IDC. In addition, Scratch also initiated social engagement program on LinkedIn and Twitter.
Kitewheel, Inc.
Generating visibility and inbound leads for a growing brand in a hot, new market with integrated PR and design.
ViewKitewheel, Inc.
Generating visibility and inbound leads for a growing brand in a hot, new market with integrated PR and design.
The Challenge
Kitewheel’s customer journey platform not only unifies but adds a hyper-intelligent logic layer to all marketing and business systems, enabling brands to deliver real-time customer journeys at scale. In this new and growing market, Kitewheel needed a partner to help them esablish a strong foothold among media, brand, agencies and analysts – increasing inbound leads and securing a position as the leading provider of customer journey technology.
The Solution + Results
Alongside an ongoing effort to elevate the Kitewheel website and design system, Scratch supported the launch and development of original surveys, reports and a thought leadership campaign, securing coverage in 58+ major publications including MarketingLand, MarTech, Mediapost, eMarketer, Ad Age and more.
Estimated Coverage views: 284,000
VMware + Dell EMC
Integrated, multi-channel social media campaign educates the marketplace and generates interest in joint solutions.
ViewVMware + Dell EMC
Integrated, multi-channel social media campaign educates the marketplace and generates interest in joint solutions.
The Challenge
In the white-hot market for hyper-converged infrastructure solutions, VMware and Dell EMC sought to establish awareness of and demand for VxRail as a leading solution for a complete VMware-based software-defined data center infrastructure.
The Solution + Results
Scratch devised an integrated, multi-channel social media campaign comprising paid, owned and earned social media components featuring jointly authored blog posts and contributed bylines, paid and organic social media advertising, and paid content syndication.
Pwnie Express
Leveraging research alongside creative design to generate a clear position, industry visibility and traction with key audiences.
ViewPwnie Express
Leveraging research alongside creative design to generate a clear position, industry visibility and traction with key audiences.
The Challenge
Pwnie Express sought to develop a clear position in a crowded sector and drive brand awareness through compelling, original research and industry analysis. In addition, Pwnie wanted to continue to strengthen their foothold as a go-to resource for security professionals facing an increasing number of complex challenges.
The Solution + Results
Through original research materials, Scratch helped Pwnie drive awarness and sales in a crowded sector. The Internet of Evil Things report (IoET) highlighted the fact that security professionals are not prepared to detect and monitor less common RF and off-network IoT devices, and included original data and analysis to further illuminate the issue.
This effort not only expanded as a larger thought leadership platform to support the brand, but resulted in coverage from top publications such as CSO, Cyber parse, CRN, Bloomberg Radio, Baseline and Bandt.
AirWatch
Communicating the value proposition of partnering with VMware on mobility solutions to mobile carriers.
ViewAirWatch
Communicating the value proposition of partnering with VMware on mobility solutions to mobile carriers.
The Challenge
The VMware AirWatch group was looking for streamlined messaging that could capture the value of a suite of offerings managed by a number of different VMware business groups and communicate it to its key accounts in the telecom industry.
The Solution + Results
Scratch created a suite of assets, including two white papers, a sales presentation and an infographic, to communicate to mobile carriers the value of partnering with VMware to resell VMware’s mobility solutions.
VMware SISO Campaigns
Strategic enablement campaigns rewarded Alliance partners for staying up to date on joint solutions via quarterly contests.
ViewVMware SISO Campaigns
Strategic enablement campaigns rewarded Alliance partners for staying up to date on joint solutions via quarterly contests.
The Challenge
VMware sought to increase instances of Certification and Accreditation on key solution areas supported by SISO partners – Cloud, Networking and Mobility. However learning modules were often time-intensive and expensive.
The Solution + Results
Scratch worked across four different SISO partnerships to develop unique education contests, landing pages and promotional assets. With rewards like iPads and Apple Watches and top-dog status/ recognition, learners logged over 1,300 additional Certifications, Accreditations and Hands-on Labs instances in 2016, a tremendous increase from the previous year.
Shyft Analytics
Deliver enterprise cloud analytics for life sciences that increase competitiveness, customer engagement and revenue potential.
ViewShyft Analytics
Deliver enterprise cloud analytics for life sciences that increase competitiveness, customer engagement and revenue potential.
The Challenge
Shyft was looking to reposition from a consulting company to a tech innovator in the life science space through a new brand, positioning, messaging, website redesign, sales enablement and PR to reveal its innovation to the market.
The Solution + Results
Scratch supported Shyft by partnering on the development of positioning, messaging, designing and developing a series of impactful sales materials alongside an integrated PR and content program.
Masabi
Global leader in mobile ticketing for transportation. Masabi makes transport smarter by simplifying ticketing, validation and operations.
ViewMasabi
Global leader in mobile ticketing for transportation. Masabi makes transport smarter by simplifying ticketing, validation and operations.
The Challenge
Masabi’s mobile ticketing platform is a game changer for public transit agencies, and the company needed to drive awareness that validated the benefits to key stakeholders in major metro areas.
The Solution + Results
Scratch successfully secured coverage for Masabi surrounding their mobile ticketing app launches in Boston, New York, and Las Vegas to 39+ major publications including Boston Business Journal, Engadget, SmartRail World, The Verge, and more. Scratch also built a thought leadership program for CEO Brian Zanghi surrounding smart cities and the future of transportation resulting in a 40% increase in Twitter followers, 460% increase in profile visits and 92k total Twitter impressions.
Estimated Coverage views: 344,000
Build + Solidify Your Brand Authority
Scratch M+M’s unique growth marketing approach rests on a principle we call “Digital Authority.” We help you define, differentiate and leverage your market expertise into impactful visibility, influence and sales.
HOW DO WE DIFFERENTIATE FROM SIMILAR OFFERINGS?
We diagnose and define how to take your
unique expertise and value to market through
market, buzz and topic analysis.
WHAT IS OUR OPTIMAL MESSAGE AND MARKETING MIX?
We benchmark you against the leaders and peers in your market, then design and execute sharp, integrated Paid-Owned-Earned (POE) plans and campaigns.
HOW DO I SHORTEN MY SALES CYCLE?
We flex Challenger + Solution Sales and
Account-Based Marketing to enable your sales team to engage buyers quicklier, and sell faster.
OUR MISSION:
Simplify really complex problems.
Deliver impactful results.
Help clients soar.
High five…Repeat.
Your Switched-on Marketing Co-pilots
Scratch M+M’s mission is to accelerate meaningful change – by enabling game-changing technology and innovations to be recognized and adopted quickly. We partner with clients on all execution fronts to get results fast – to grow your domain expert visibility through integrated thought leadership, content, and media and analyst relations; and increase sales through decisive market conditioning.
DEEP SECTOR EXPERTISE
- SaaS Applications
- Mobility
- Data Management / Integration
- Cloud / Data Center
- Security
- Healthcare IT
- Digital Marketing Tools + Platforms
- Communications + Service Providers
- Marketing + Sales Content Development
- IoT
Integrated Services
- Strategic Marketing
- Brand / Digital Authority
- Go-to-Market Plans
- Demand Generation / Account-Based Marketing (ABM)
- PR, Media, Influencer + Analyst Relations
- Content Marketing
- Digital and Graphic Design + SEO
- Social Media + Community Activation
- Sales + Channel Enablement Programs
Content Creation
- Whitepapers
- Surveys
- Industry Reports
- Case Studies
- Solution Briefs
- eBooks
- Infographics
- Videos
- Digital Properties and Websites
- Sales Portals and Briefcases
Our Captains
Lora Kratchounova
Principal
Lora Kratchounova
Principal
Expertise + Background
Lora has never questioned that marketing is her top passion. From her days as a marketing director for Shell Oil in 1994 to increasingly more digital and strategic roles across Modem Media (now Digitas), Vacation Coach (now TripAdvisor), American Express, and a series of startups, Lora now leads the consulting and marketing practice at Scratch M+M.
In addition, Lora continues to mentor, teach and support across numerous Boston-area organizations including the MIT Forum, The Startup Institute and Brandeis University.
Likes: Shoes, red wine, insanely complex technology, sushi
Dislikes: When people say “flush out” but they mean “flesh out”
Peter Atanasoff
Managing Director & VP
Peter Atanasoff
Managing Director & VP
Expertise + Background
You could say Peter’s an optimist. A believer in the art of the possible and the promise of technologies and innovation, Peter gets excited by the opportunity to get to stretch goals. Driven by solid data analysis and structured approaches, Peter generally tries to get to the bottom of it.
Having worked in senior management roles within technology and professional services companies for over 20 years, Peter brings to our clients a consulting mindset and a breadth of understanding of marketing and business problems as well as the respective solutions. Peter is an active contributor to the technology start-up community in the Boston area through various forums and organizations.
This year Peter’s New Year’s resolution was (again) to make the most of it.
Likes: Music, cowboy hats, anything made of paper, architecture
Dislikes: When people don’t fill in their time sheets
Anya Nelson
SVP Public Relations
Anya Nelson
SVP Public Relations
Expertise + Background
Anya is resourceful, tough and unafraid of tackling new challenges. After spending almost a decade as a managing partner at a boutique tech PR firm in Boston, Anya landed at Scratch to lead and grow the agency's PR team while overseeing the strategy and execution of powerful PR campaigns. Her approach: be a helpful resource who understands and respects reporters' needs. She gets tremendous satisfaction seeing a well-thought-out and thoroughly researched pitch idea transform into a game-changing media placement. The only thing that makes her happier is watching people on her team blossom into PR superstars. That, and champagne.
She holds a BA in International Relations from Moscow State Institute of International Relations and an MS in Public Relations from Boston University.
Likes: cats, champagne, history, cooking, hiking, scuba-diving
Dislikes: raw onions, people who cut lines, unsolicited advice
John Saxe
VP
John Saxe
VP
Expertise + Background
John's background fits in well with Scratch's principles of Marketing the Future: just as products today are never finished and must always be innovating, John has a knack for constant reinvention and rejuvenation. He brings a wealth of experience in editorial management to Scratch, which he applies to the complex task of partnering with subject matter experts to tease out technical content and create compelling stories for different audiences seeking an understanding of the topic at hand.
Likes: Sailing; singing; subject-verb agreement and parallelism
Dislikes: Dirty microwaves; people who know less than they think they know
Yavor Trampov
VP DX and Engagement
Yavor Trampov
VP DX and Engagement
Expertise + Background
Yavor is a designer and strategic-thinker, passionate about technology and marketing. Leading the Digital Experiences and Engagement practice at Scratch, his experience ranges from UX and web design, marketing, and concept development to web development and analytics. Yavor uses these skills to deeply understand every new project, creatively problem-solve, and create engaging, long-lived, efficient digital experiences.
Likes: Traveling, bicycles , co-working spaces, good food and matching drinks
Dislikes: Hatred and dishonesty
Dana Zemack
VP PR
Dana Zemack
VP PR
Expertise + Background
Dana has spent her entire career helping innovative companies craft and share their stories. She loves to work alongside her clients to think big and build narratives that resonate. She brings mind, heart and soul to her work. With an extensive career in tech PR, she's going on a decade and a half of working with amazing technology companies, and has spread impactful stories about everything from cybersecurity to sneakers. In addition to PR, she has an eclectic background that includes content, advertising, branding, graphic design, illustration and a little bit of animation. (Because there are so many great ways to tell a good story.)
Likes: Singing songs with her kids, going to coffee shops, things that are made of paper.
Dislikes: Eating with plastic utensils.
Nicole Panas
Senior Account Director – Demand Gen & Digital Marketing
Nicole Panas
Senior Account Director – Demand Gen & Digital Marketing
Expertise + Background
Nicole is an optimistic pessimist. Thinking about what comes next makes her a strategic planner and straight shooter. She came to Scratch with 20 years of in-house tech marketing experience with a propensity for analytics and marketing opps. Seeing her client teams work together to create successful campaigns across lead gen, design, and PR has wooed her to agency life.
Likes: sci-fi horror, cats, concoctions, and anything that grows from dirt
Dislikes: cold weather and a dirty kitchen sink
Jen Picardo
Senior Account Director - Demand Gen & Digital Marketing
Jen Picardo
Senior Account Director - Demand Gen & Digital Marketing
Expertise + Background
Jen was wooed to agency life after 15+ years working on the in-house/corporate side of all things marketing and communications. She thrives in organized chaos, can find humor in almost any situation, and has always had a knack for getting things done - whether through Jedi mind tricks or breaking down complex challenges and putting her MBA from Bentley University to good use. She is happy to have returned to her roots with a smaller company whose employees work collaboratively in an energetic and fast-paced environment,and enjoys working with clients to bring their marketing visions to life.
Likes: Music, campfires, dogs, living the lake life in the summer
Dislikes: sushi and using fancy words when not necessary
Jaime Parlee
Senior Account Director – Demand Gen & Digital Marketing
Jaime Parlee
Senior Account Director – Demand Gen & Digital Marketing
Expertise + Background
Jaime is a senior marketer based in the Greater Boston area. She brings 15 years of B2B demand generation experience, a love of learning, and a strong analytics background to every project. A big-picture thinker, Jaime starts by building strong partnerships with in-house marketing, product, and revenue teams to collaboratively optimize the full user experience and achieve long-term, scalable growth.
After hours, Jaime enjoys creating special travel memories with her two children, training her mischievous golden retriever, and finding new spots to hike.
Likes: Pivot tables
Dislikes: The response “This is how we’ve always done it.”
Richard Hostler
Senior Account Director - Social Media
Richard Hostler
Senior Account Director - Social Media
Expertise + Background
Richard loves to discover what makes something tick, whether that’s unraveling an algorithm or exploring the psychology of a target audience. He started his career writing B2B advertising copy over 20 years ago. Along the way, he created highly technical content for niche markets, was a first-page fixture during the golden age of SEO, helped build a 100,000+ product online marketplace, spent time in front of and behind the camera, and led the way for companies as they took their first steps into social media marketing. As a Senior Director at Scratch, Richard applies his natural curiosity on behalf of his clients by digging into the inner workings of social media platforms and pouring over data to find the hidden opportunities others overlook.
Likes: Biking, running, hiking, or anything else that gets him outdoors; retro video games
Dislikes: People who don’t follow through on what they say; those really tall novelty mailboxes for airmail or bills
Laura Wills
Creative Director
Laura Wills
Creative Director
Expertise + Background
Laura is a multi-award-winning designer and creative director – her work has been recognized in top awards shows and publications around the world over the last 20 years. Originally trained as a branding and packaging designer, Laura was an early figure in the world of interactive design and branding and for several years specialized in dot-com era start-ups. Her work has evolved over the years into a well-versed branding practise with a love for design and ideas of all kinds.
First and foremost a Design Thinker, Laura is dedicated to question-asking, strategic investigation, and clear, compelling storytelling. At Scratch she is the conduit between the consulting team and the creative team, helping our clients articulate and crystallize their vision, and leading the creative team into bringing each client's purpose to life – with skilled and compelling visual systems that answer real business needs across multiple touchpoints.
Likes: Simple pleasures and next-level everything else.
Dislikes: Using jargon instead of talking like a human, and hates when lunch is disappointing.
Susan Oblak
Marketing and Strategy
Susan Oblak
Marketing and Strategy
Expertise + Background
Susan loves the energy and drive of small companies looking to make their mark. A marketing executive with extensive experience working in start-ups, Susan enjoys helping companies find their voice in the market. A marketing strategist with a project management background, Susan leads cross-functional teams at Scratch to drive exceptional outcomes for clients.
Likes: Family, friends, red wine and PEI
Dislikes: Sushi, which makes having lunch with Lora difficult
Charlie Wong
Account Director
Charlie Wong
Account Director
Expertise + Background
Charlie came to agency life as a skeptic, having worked in in-house marketing groups for years. He was delighted to discover that working at Scratch is all about thoughtful, bespoke, customer-centric solutions, and strives each day to bring skillful execution and new ideas to each of his accounts.
With a BS in computer science, an MBA, and two decades of marketing experience with B2B technology solutions, Charlie likes to accumulate data, craft narratives, and tell stories that capture the hearts and minds of customers.
Likes: Salsa and swing dancing, kung fu, crafts, and science fiction
Dislikes: When people say “wary” instead of “weary” when they’re tired
Our Clients
Organizations We Support
